THE LANGUAGE OF ADS IN CREATING ECONOMIC MINDSET AND CULTURAL-BASED ORIENTATION
THE LANGUAGE OF ADS IN CREATING ECONOMIC MINDSET AND CULTURAL-BASED ORIENTATION :
A CHALLENGE FOR URBAN DEVELOPMENT ?
Ign. Heri Satrya Wangsa
ABSTRACT
Problems related to urban development can not be separated from the growing number of new economic rational-based mindset man produced by persuasive messages which are packaged by the language of ads delivered in various form and emphasized on commercial targets. The real form and easily-interpretated of such persuasive messages is when the culture of irrational consumption created. The fast growing of shopping centres in many big cities reflect the problem of consumption symbol which relies on the power of capital, and the problem of identity crisis. Essentially, the meaning of urban development is the systemic destruction as the economic eagerness or ambition can not be integrated with the heritage of identity as potential resources. However, there should be a compromise which can be ideal approach to find a challenge while discussing on urban development. The economic mindset should be integrated with cultural-based orientation which put on the local identity on the first things.
Keywords: urban development, language of ads, cultural-based orientation
BACKGROUND
Discussing today’s city is very interesting and, on the contrary, a tragic never-ending story. The urgent call for reshaping mindset will become a must as the facts of trend that city is now becoming a dream that will never come true. City has attracted those who want to improve their economic welfare. In addition, this may become global issue especially when the issue will later go to the “socio-economic” side of things. World Bank Institute (2006) has predicted that 55 percent of the world’s population will live in urban areas by 2020. Almost 94 percent of the increase will occur in developing countries. This trend will reshape the world and make cities compete for a skilled labor force and potential investors.
The incoming new economy has been labelled by the newness in the way of life within the economic aspect. The various tastes which are getting more complex and highly varied create a very specific and customized product. The urgent call for creativity and high innovation is required to respond demand which is getting more complicated. Rationales in the frame of new economy tend to be materialism-oriented, and generally avoid the human dimension. Society in modern economy has less attention to show the character of humanism and romantism. The essence of human is lost for the reason of personal business and wealthy. In future impact this fact could potentially cause social conflict in society (Dagun, 1992:254).
This article intends to facilitate future research in urban development specifically to introduce a compromise or integrated approach which could be an asset to find alternative for urban development. The writer uses the following three rationales to develop comprehensive conceptual model which is called as “economic mindset and cultural-based orientation”.
Rationale-1: The growing number of shopping center has led to symbol of consumerism in which consumption become irrational-oriented concept. Language of ads reflected from the existence of shopping center or malls has created strong impact to consumerism and consumer culture as well.
Rationale-2: Language of ads bring persuasive messages which construct economic mindset. Language of ads which contain persuasive messages can contribute learning on cultural-based orientation selection.
Rationale-3: A compromise approach will subsequently be created combining local identity with economic value as an alternative for urban development.
THEORETICAL REVIEW
Medema et al (2003) defined a commodity as an object outside us, a thing that by its properties satisfies human wants of some sort or another. The nature of such wants, whether, for instance, they spring from the stomach or from fancy; makes no difference. Neither are we here concerned to know how the object satisfies these wants, whether directly as means of subsistence, or indirectly as means of production.
Every useful thing may be looked at from the two points of view of quality and quantity. It is an assemblage of many properties, and may therefore be of use in various ways. To discover the various uses of things is the work of history. So also is the establisment of socially recognized standards of measure for the quantities of these useful objects. The diversity of these measures has its origin partly in the diverse nature of the objects to be measured, partly in convention.
The utility of a thing makes it a use-value. But this utility is not a thing of air. Being limited by the physical properties of the commodity; it has no existence apart from that commodity. A commodity; such as iron, corn, or a diamond, is therefore, so far as it is a material thing, a use-value, something useful. The use-values of commodities furnish the material for a special study, that of the commercial knowledge of commodities. Use-values become a reality only by use of consumption: they also constitute the substance of all wealth, whatever may be the social form of that wealth.
If we abstract from the material substance of the circulation of commodities, that is, from the exchange of the various use-values, and consider only the economic forms produced by this process of circulation, we find its final result to be money: this final product of the circulation of commodities is the first form in which capital appears. The first distinction we notice between money that is money only, and money that is capital, is nothing more than a difference in their form of circulation. The simplest form of the circulation of commodities is C-M-C, the transformation of commodities into money, and the change of the money back again into commodities; or selling in order to buy. But alongside of this form we find another specifically different form: M-C-M, the transformation of money into commodities, and the change of commodities back again into money; or buying in order to sell. Money that circulates in the latter manner is thereby transformed into, becomes capital, and is already potentially capital
Maldonado et al (2003) explained advertising and the criticism of advertising. Advertising is typically thought of as one of many external influences on buyer behavior. Some may argue that it does not always have as much impact on behavior as other external influences such as salespeople, culture, family, reference groups, and social and situational influences. Additionally, as consumers become bombarded with more and more advertisements, many claim that ads have little or no influence on their judgments or actions. In spite of these criticisms, advertising is considered an efficient way of reaching many consumers. Therefore, marketers continue to seek ways to increase the influence of advertising on their audience.
Mallalieu and Palan (2006) mentioned the term shopping environment as environmental resources which include store variety, salespeople, other shoppers, and product information. All of them are utilized by shoppers. This term is used by Mallalieu and Palan within the context of a shopping mall environment which influence teenage girls’ perceptions of shopping competence and their own felt competencies as shoppers.
Maryadi in Skinner (1953), an expert of behavioral approach, said that human behavior constitutes from learning process toward social environment group where he lives as one of its constituent. Generally, the forming in behavior has principles of reinforcement. Behaviors are formed and maintained as they are reinforced by environment and the socially unaccepted behavior will be gradually lost.
Culture is all ideas, beliefs, and knowledge owned by human in a society (Hoed, 1992). According to Koentjaraningrat, culture is considered as all system of ideas, action and human works in a society through learning (Hariyono, 1994).
There are three forms of culture:
1. Cultural system. Cultural system is the complexity of ideas and thought owned by human as center for aspiration and orientation in experiencing life problem. This orientation is strongly solidified as soul of a group of society.
2. Social system. Social system is a patterned action of a group of a society. This system produces a pattern of human activity which interact and make social interrelation. Indicators or guides which are followed by human while conducting interaction are called as social values.
3. Physical culture. Physical culture is all physical objects, action, and human works in society. It brings real and clear character that can be material objects or other things touchable. This physical work usually reflects cultural value mindset and patterned action by a group of society. (Hariyono, 1994)
We could have an opinion that cities always have culture, in the frame that those cities have organized colourful cultural products, artefact, distinguished buildings and way of life, in this meaning they are open to be more cultural and emphasize that systemic lay-out or space organization, architectural image are manifested by rules of certain culture. (Featherstone, 2001:227)
DISCUSSION
Does it come from development?
Facts of today’s city can not be out of “development” issues. That may link to “holly word” for the sake of welfare but never give sufficient reason for why should be away from its subject. Defining development within the context of urban development seems to be a sadness. Definition of development has changed its essential meaning into a systemic destruction against the values of local culture. Development has lost the human dimension, on the contrary, city has become an attractive choice for those who need to experience the colourful and joy of modernization.
The consequences for urban development which have no concern with human dimension are output characterized by practical and consumerism-based mindset and represented in the form of action, attitude and the behavior of urban society.
The growing number of profit accumulation motives can easily be viewed from the “birth” of business entity in various forms. Shopping centres have been a medium for urban society to practice consumption-based activities.
Urban development and culture of material
Dicussing urban development has been so far very relevant when city has no more identity. In the social economic perspective the existence of today’s city has been a machine for capitalist in the name of welfare but disregard the meaning of human. Urban development has much focused on culture and material-oriented mindset. The capital accumulation is getting higher and the promising “beauty of city” (through industrialization) which is considered as unrealistic has made city create the problem of urbanization.
The sadness happened when city fails to be a dream for economic welfare. This is a classical phenomena that the existence of today’s city has been a bad news.
Facts of mall
Within the frame of economic development and growth concept as well, facts of the increasing number of shopping centres or malls are indicators for the success of urban development. On the other side, those facts are minimizing the role of human dimension. Shopping centres which are rising in rural area can not be limited and stopped. Urban people will then become creature of shopper. The consumer culture has made shopping is not a matter of fulfilling a hunger but it is a life style. Facts of malls have symbolized a culture of consumption producing irrational consumers.
Economic principles have made a reference for urban people mindset systematically formed by the symbols of consumption culture which is a language of violence producing irrational consumer. In general perspective, the high perception of economic principles has produced the culture of commodity in which the social relation has no place when everything are perceived as commodity – that they are available for sell and buy, as stated by Marx in his works “The Economic and Philosophical Manuscripts of 1844”. (Damsar, 2002:13)
Facts of malls and the language of ads
In economic context, mall or shopping centres have been a gallery and market for economic transaction. Advertisement is medium for providing information which communicate commodities sold by the seller. Advertisement as medium for communication contain persuasive messages. The similarity of mall and language of ads is that both of them are considered as economic tools or commercial instrument for economic transaction. Malls are represented as “centre for interaction” or market for the seller and buyer to meet and exchange values attaining the same economic perception. While advertisement containing persuasive messages has main goal to intensify economic transaction. Advertisement can become shopping environment and have triggering effect to consumptive activities.
In perspective of Economics and Psychology, Reynaud stated that product can create image and produce flow of “mental energy”. Any product or service will produce a set of representations in consumers’ minds. Such images will vary in their accuracy, strength, and consistency. They, rather than any objective properties, will control consumers’ behavior toward the product, attracting attention to it, determining the judgment made on it, and deciding whether or not it will be acquired. The product image is thus one of the factors that directs the flow of mental energy. (Reynaud, 1981:136)
Facts of mall are realities of consumerism symbols which the consumers are patterned by money generated machine offering leisure, entertainment, facility, social status, and beauty. There are efforts to empower consumerism potentials and minimizing economic Rationality. The following illustration can be the example:
No other excellent marketing strategy for Pondok Indah Mall (PIM) II which started to open since last October 2005. The strength of marketing mall is found in an excellent way of mall management in translating its marketing strategy into mall concept and design as well as competitive selection for the tenants to open new outlet in this mall. According to Andreas Kartawinata, Operation & Marketing Director of Pondok Indah Mall, developer for PIM II translating marketing strategy into shopping entertainment concept. (MIX Magazine edition of 15th February 2006 page 32)
Beside, the mall provides indoor parking in basement area, and hotspot facility in all areas to facilitate internet access for executives when they are in out-of-office activities. In addition, the mall is preparing the sophisticated shopping directory which will give leisure and availability to access information for the shoppers. (MIX Magazine edition of 15th February 2006 page 32)
Architectural design, mall interior, facility and tenants live in mall clearly show that PIM II is segmented for mid to high level of shoppers. Look at their tenants such as Premier Cinema, popular cafes commonly for hang out such as Starbuck, restaurant served with various menus originated from abroad open until 12 in the morning every weekend, Sogo Department Store, Sogo Food Hall, ATM and Banking Centre, fashion boutique for imported-products labelled with leading brand such as Aigner, Versace, and Hugo Boss with various product choice for various purposes such as F1 Studio, Pola Craft, Kyohara, and Games Workshop (MIX Magazine edition of 15th February 2006 page 33)
Decorating the store is really one of marketing tactic applied by the management of department store. Ratih D. Gianda, Head of Investor Relation Division PT Midta Adi Perkasa Tbk, the management, stated that this department store has its own schedule to refresh lay-out and “cosmetics” of each store. “We really put the attention on its design standard which should be determined by the size,” said Ratih. “Also, flyer, banner and flags named with Sogo to enliven the mall. “We usually make our own style. And, the construction is referred to their stores.” (MIX Magazine edition of 15th February 2006 page 26)
Facts of mall is reality of complicated need which is getting more numerous, formed through learning process facilitated by consumerism culture using high-tech touch. Outlets dressed with millions of interesting touch have unfinished appeals. The facts below may clearly indicate the magnetism of mall for children:
Dhyahan was only five years of age. She used to feel unhappy when taking for a walk every weekend was considered as meaningless “without malls”. In each of her travels, such as out-of town travels, she used to ask to stop over the mall. She seemed to enjoy mall. While taking for a walk she used to look for interesting items found in mall such as play ground, children stuffs, and food court. While being in play ground she had no time for other things, and she was looking for Barbie-like stuffs as seen on TV. When she finished and felt satisfied, then she went home. (MIX Magazine edition of 15th February 2006 page 26)
Local character as cultural orientation
Cultural orientation means value orientation which will then be applicable, and become social identity as well as instrument for social interaction.
Local character is the very specific self identity or selfness. Within the perspective of psychology character means a quality or continuous nature which could make certain uniqueness to identify personality, object or event (Chaplin, 1981). Local character in the frame of city is when city has historical identity, valuable and recognizable. City which is free from alienation being “himself as human being”. The following reflect local identity which is systematically built by a city:
Yet as Anselm Strauss (1976) has pointed out, “The entire complex of urban life can be thought of as a person rather than a distinctive place, and the city can be endowed with a personality – or, to use common parlance – a character of its own” (p.14). He adds that cities, like people, have biographies and reputation and can be thought of as having the capacity to act in certain ways and possess particular resources.
City thought as a person has personality which is built from the collection of biographies, reputation, and capacity. Biographies refer to historical story owned by the city. This is why documentation of historical values could be very important as city has its own identity. Museums can be a better place as where the documentation should be well kept. All historical buildings are tangible assets which tell much biographies and reputation. The physical assets related to biographies and reputation are soul that the city has. This is to say that building a city systematically to have local identity need commitment to maintain assets.
Personality refers to personal identity which forms character. Character of each person living in a city could potentially colour the identity which means that urban development is a matter of developing the mindset.
How do we capture the personality of a great city? How do we reduce its essence to something manageable, yet meaningful? In the past, social scientists did not even attempt this task: they are only now daring to take the plunge. This has always been the writer’s turf. In his book Images of the American City, Strauss (1976) has connected a number of striking urban characterizations. There is Milwaukee, “which sits in a complacent shabbiness of the west shore of Lake Michigan like a wealthy old lady in black alpaca taking her ease on the beach” (p.14). Houston is like “an incipient heavyweight champion in its pimply faced adolescence” (p.20): and Rochester is “like a successful, well-adjusted individual of middle age” (p.20). Abler and Adams (1976) refer to Carl Sandburg’s Chicago as a “tall bold slugger set vivid against the soft , little”; Atlanta, they note, “has the nerve of a great mule. If it could suck as hard as it can blow, it would bring the ocean to it and become a seaport’ (p.24) (Krupat, 1988:24)
A compromise approach
Human life is always on the track of changes. Each of many ideas and strengths has risen from the two different powerful points. The intenseness made of conflict between two different powerful points will cause change (Pressman, 2000:69). Change can be unavoidable fact in human life. Conflict between ideas or “strength” that can cause change will be common in human life. A view of city as human means that city never be far away from the reality of change. Conflict between economic and cultural rationales within the context of urban development could be a compromise approach for urban development alternative as all potentials are well placed as ready-to-allocate resources.
The language of ads reflected in the growing number of malls contain learning material to improve economic and cultural reasoning. Capitalism should not be considered as threat for social destruction as “wrong perception” of capitalism that will flow through its own way to “death”. Therefore, the growing number of malls symbolized consumerism should turn to other direction and be placed as learning material. An economic viewpoint is still relevant to catch the concept of use-value and circulation commodities (Medema et al, 2003). Historical assets should be directed to the concept of use-value and commodity but not in the “wrong perception of capitalism”. This means that it is necessary to “underline” the role of State to guarantee commitment to maintain the assets. A cultural perpective covers cultural reasoning which means that local identity should be put on the first things. City should have identity, and this identity is very specific, clear and directed to human dimension. Basically city resembles human-like that should be treated as a human.
When the economic rationales meet with cultural rationales that could be a conflict between the two ideas or reasoning which can make city become dynamic. The dynamic could be in the tolerant level to prevent the uexpected “systemic destruction” as the two rationales could be successfully compromised.
CONCLUSION
Facts of malls or shopping centres in today’s city within the frame of urban development has pictured a symbol of consumerism. Components of shopping environment and their assessories are advertised communication or language of ads, the language which is used by capitalist as medium or instrument of concerns on capital accumulation. The language of ads contains persuasive messages which their intensity tend to get stronger and make no sense (irrational). Within the frame of urban development those facts can be shown by the sparks of physical facilities which are totally capitalist-oriented.
The persuasive messages which are getting stronger and irrational have emphasized much on rational economic mindset and cultural-orientation. Facts of consumerism symbol that will subsequently be communicated through the language of ads is a medium of learning to attain rational economic mindset namely beliefs on value-added mindset. In other side, the reality of consumerism symbol communicated through the language of ads produces learning on how to motivate the urgent need to set back local cultural orientation. It means that, the culture of shopping is directed to the culture of “consuming” local value product, highly perceived local products. It is a compromise approach between economic values and local character as an alternative for urban development.(ign_heri_sw)
REFERENCES
[1] Pressman, Steven (2000). Lima puluh pemikir ekonomi dunia (terjemahan).
Jakarta: RajaGrafindo Persada
[2] Featherstone, Mike (2001). Postmodernisme dan Budaya Konsumen (terjemahan).
Yogyakarta: Pustaka Pelajar
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Jakarta: Rineka Cipta
[4] ____________ (1992). Sosio Ekonomi: Analisis Eksistensi Kapitalisme dan
Sosialisme. Jakarta: Rineka Cipta
[5] Krupat, Edward (1988). People in Cities: The Urban Environment and Its Effects.
Cambridge: Cambridge University Press
[6]Medema, Steven G. and Warren J. Samuels (eds).(2003). The History of Economic
Thought: A Reader. London: Routledge
[7] Reynaud, Pierre-Louis (1981). Economic Psychology.
New York: Praeger Publishers
[8] McClelland, David C. and David G. Winter (1971). Motivating Economic
Achievement. New York: The Free Press
[9] Damsar (2002). Sosiologi Ekonomi.
Jakarta: Raja Grafindo Persada
[10]Kuncoro, Mudrajad (2000). Ekonomi Pembangunan: Teori, Masalah, dan Kebijakan.
Yogyakarta: UPP AMP YKPN
[11] Chaplin, J.P. (1981). Dictionary of Psychology (diterjemahkan oleh Kartini-
Kartono). Jakarta: PT Raja Grafindo Persada
[12] Majalah MIX edisi 15 Februari 2006
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Surakarta: Muhammadiyah University Press)
[14] Maldonado, Rachel. Patriya Tansuhaj and Darrel D. Muehling (2003). The Impact of
Gender on Ad Processing: A Social Identity Perspective. Academy of Marketing
Science Review. http://www.amsreview.org
[15] Mallalieu, Lynnea and Kay M. Palan (2006). How Good A Shopper Am I?
Conceptualizing Teenage Girl’s Perceived Shopping Competence. Academy of Marketing Science. http://www.amsreview.org
A CHALLENGE FOR URBAN DEVELOPMENT ?
Ign. Heri Satrya Wangsa
ABSTRACT
Problems related to urban development can not be separated from the growing number of new economic rational-based mindset man produced by persuasive messages which are packaged by the language of ads delivered in various form and emphasized on commercial targets. The real form and easily-interpretated of such persuasive messages is when the culture of irrational consumption created. The fast growing of shopping centres in many big cities reflect the problem of consumption symbol which relies on the power of capital, and the problem of identity crisis. Essentially, the meaning of urban development is the systemic destruction as the economic eagerness or ambition can not be integrated with the heritage of identity as potential resources. However, there should be a compromise which can be ideal approach to find a challenge while discussing on urban development. The economic mindset should be integrated with cultural-based orientation which put on the local identity on the first things.
Keywords: urban development, language of ads, cultural-based orientation
BACKGROUND
Discussing today’s city is very interesting and, on the contrary, a tragic never-ending story. The urgent call for reshaping mindset will become a must as the facts of trend that city is now becoming a dream that will never come true. City has attracted those who want to improve their economic welfare. In addition, this may become global issue especially when the issue will later go to the “socio-economic” side of things. World Bank Institute (2006) has predicted that 55 percent of the world’s population will live in urban areas by 2020. Almost 94 percent of the increase will occur in developing countries. This trend will reshape the world and make cities compete for a skilled labor force and potential investors.
The incoming new economy has been labelled by the newness in the way of life within the economic aspect. The various tastes which are getting more complex and highly varied create a very specific and customized product. The urgent call for creativity and high innovation is required to respond demand which is getting more complicated. Rationales in the frame of new economy tend to be materialism-oriented, and generally avoid the human dimension. Society in modern economy has less attention to show the character of humanism and romantism. The essence of human is lost for the reason of personal business and wealthy. In future impact this fact could potentially cause social conflict in society (Dagun, 1992:254).
This article intends to facilitate future research in urban development specifically to introduce a compromise or integrated approach which could be an asset to find alternative for urban development. The writer uses the following three rationales to develop comprehensive conceptual model which is called as “economic mindset and cultural-based orientation”.
Rationale-1: The growing number of shopping center has led to symbol of consumerism in which consumption become irrational-oriented concept. Language of ads reflected from the existence of shopping center or malls has created strong impact to consumerism and consumer culture as well.
Rationale-2: Language of ads bring persuasive messages which construct economic mindset. Language of ads which contain persuasive messages can contribute learning on cultural-based orientation selection.
Rationale-3: A compromise approach will subsequently be created combining local identity with economic value as an alternative for urban development.
THEORETICAL REVIEW
Medema et al (2003) defined a commodity as an object outside us, a thing that by its properties satisfies human wants of some sort or another. The nature of such wants, whether, for instance, they spring from the stomach or from fancy; makes no difference. Neither are we here concerned to know how the object satisfies these wants, whether directly as means of subsistence, or indirectly as means of production.
Every useful thing may be looked at from the two points of view of quality and quantity. It is an assemblage of many properties, and may therefore be of use in various ways. To discover the various uses of things is the work of history. So also is the establisment of socially recognized standards of measure for the quantities of these useful objects. The diversity of these measures has its origin partly in the diverse nature of the objects to be measured, partly in convention.
The utility of a thing makes it a use-value. But this utility is not a thing of air. Being limited by the physical properties of the commodity; it has no existence apart from that commodity. A commodity; such as iron, corn, or a diamond, is therefore, so far as it is a material thing, a use-value, something useful. The use-values of commodities furnish the material for a special study, that of the commercial knowledge of commodities. Use-values become a reality only by use of consumption: they also constitute the substance of all wealth, whatever may be the social form of that wealth.
If we abstract from the material substance of the circulation of commodities, that is, from the exchange of the various use-values, and consider only the economic forms produced by this process of circulation, we find its final result to be money: this final product of the circulation of commodities is the first form in which capital appears. The first distinction we notice between money that is money only, and money that is capital, is nothing more than a difference in their form of circulation. The simplest form of the circulation of commodities is C-M-C, the transformation of commodities into money, and the change of the money back again into commodities; or selling in order to buy. But alongside of this form we find another specifically different form: M-C-M, the transformation of money into commodities, and the change of commodities back again into money; or buying in order to sell. Money that circulates in the latter manner is thereby transformed into, becomes capital, and is already potentially capital
Maldonado et al (2003) explained advertising and the criticism of advertising. Advertising is typically thought of as one of many external influences on buyer behavior. Some may argue that it does not always have as much impact on behavior as other external influences such as salespeople, culture, family, reference groups, and social and situational influences. Additionally, as consumers become bombarded with more and more advertisements, many claim that ads have little or no influence on their judgments or actions. In spite of these criticisms, advertising is considered an efficient way of reaching many consumers. Therefore, marketers continue to seek ways to increase the influence of advertising on their audience.
Mallalieu and Palan (2006) mentioned the term shopping environment as environmental resources which include store variety, salespeople, other shoppers, and product information. All of them are utilized by shoppers. This term is used by Mallalieu and Palan within the context of a shopping mall environment which influence teenage girls’ perceptions of shopping competence and their own felt competencies as shoppers.
Maryadi in Skinner (1953), an expert of behavioral approach, said that human behavior constitutes from learning process toward social environment group where he lives as one of its constituent. Generally, the forming in behavior has principles of reinforcement. Behaviors are formed and maintained as they are reinforced by environment and the socially unaccepted behavior will be gradually lost.
Culture is all ideas, beliefs, and knowledge owned by human in a society (Hoed, 1992). According to Koentjaraningrat, culture is considered as all system of ideas, action and human works in a society through learning (Hariyono, 1994).
There are three forms of culture:
1. Cultural system. Cultural system is the complexity of ideas and thought owned by human as center for aspiration and orientation in experiencing life problem. This orientation is strongly solidified as soul of a group of society.
2. Social system. Social system is a patterned action of a group of a society. This system produces a pattern of human activity which interact and make social interrelation. Indicators or guides which are followed by human while conducting interaction are called as social values.
3. Physical culture. Physical culture is all physical objects, action, and human works in society. It brings real and clear character that can be material objects or other things touchable. This physical work usually reflects cultural value mindset and patterned action by a group of society. (Hariyono, 1994)
We could have an opinion that cities always have culture, in the frame that those cities have organized colourful cultural products, artefact, distinguished buildings and way of life, in this meaning they are open to be more cultural and emphasize that systemic lay-out or space organization, architectural image are manifested by rules of certain culture. (Featherstone, 2001:227)
DISCUSSION
Does it come from development?
Facts of today’s city can not be out of “development” issues. That may link to “holly word” for the sake of welfare but never give sufficient reason for why should be away from its subject. Defining development within the context of urban development seems to be a sadness. Definition of development has changed its essential meaning into a systemic destruction against the values of local culture. Development has lost the human dimension, on the contrary, city has become an attractive choice for those who need to experience the colourful and joy of modernization.
The consequences for urban development which have no concern with human dimension are output characterized by practical and consumerism-based mindset and represented in the form of action, attitude and the behavior of urban society.
The growing number of profit accumulation motives can easily be viewed from the “birth” of business entity in various forms. Shopping centres have been a medium for urban society to practice consumption-based activities.
Urban development and culture of material
Dicussing urban development has been so far very relevant when city has no more identity. In the social economic perspective the existence of today’s city has been a machine for capitalist in the name of welfare but disregard the meaning of human. Urban development has much focused on culture and material-oriented mindset. The capital accumulation is getting higher and the promising “beauty of city” (through industrialization) which is considered as unrealistic has made city create the problem of urbanization.
The sadness happened when city fails to be a dream for economic welfare. This is a classical phenomena that the existence of today’s city has been a bad news.
Facts of mall
Within the frame of economic development and growth concept as well, facts of the increasing number of shopping centres or malls are indicators for the success of urban development. On the other side, those facts are minimizing the role of human dimension. Shopping centres which are rising in rural area can not be limited and stopped. Urban people will then become creature of shopper. The consumer culture has made shopping is not a matter of fulfilling a hunger but it is a life style. Facts of malls have symbolized a culture of consumption producing irrational consumers.
Economic principles have made a reference for urban people mindset systematically formed by the symbols of consumption culture which is a language of violence producing irrational consumer. In general perspective, the high perception of economic principles has produced the culture of commodity in which the social relation has no place when everything are perceived as commodity – that they are available for sell and buy, as stated by Marx in his works “The Economic and Philosophical Manuscripts of 1844”. (Damsar, 2002:13)
Facts of malls and the language of ads
In economic context, mall or shopping centres have been a gallery and market for economic transaction. Advertisement is medium for providing information which communicate commodities sold by the seller. Advertisement as medium for communication contain persuasive messages. The similarity of mall and language of ads is that both of them are considered as economic tools or commercial instrument for economic transaction. Malls are represented as “centre for interaction” or market for the seller and buyer to meet and exchange values attaining the same economic perception. While advertisement containing persuasive messages has main goal to intensify economic transaction. Advertisement can become shopping environment and have triggering effect to consumptive activities.
In perspective of Economics and Psychology, Reynaud stated that product can create image and produce flow of “mental energy”. Any product or service will produce a set of representations in consumers’ minds. Such images will vary in their accuracy, strength, and consistency. They, rather than any objective properties, will control consumers’ behavior toward the product, attracting attention to it, determining the judgment made on it, and deciding whether or not it will be acquired. The product image is thus one of the factors that directs the flow of mental energy. (Reynaud, 1981:136)
Facts of mall are realities of consumerism symbols which the consumers are patterned by money generated machine offering leisure, entertainment, facility, social status, and beauty. There are efforts to empower consumerism potentials and minimizing economic Rationality. The following illustration can be the example:
No other excellent marketing strategy for Pondok Indah Mall (PIM) II which started to open since last October 2005. The strength of marketing mall is found in an excellent way of mall management in translating its marketing strategy into mall concept and design as well as competitive selection for the tenants to open new outlet in this mall. According to Andreas Kartawinata, Operation & Marketing Director of Pondok Indah Mall, developer for PIM II translating marketing strategy into shopping entertainment concept. (MIX Magazine edition of 15th February 2006 page 32)
Beside, the mall provides indoor parking in basement area, and hotspot facility in all areas to facilitate internet access for executives when they are in out-of-office activities. In addition, the mall is preparing the sophisticated shopping directory which will give leisure and availability to access information for the shoppers. (MIX Magazine edition of 15th February 2006 page 32)
Architectural design, mall interior, facility and tenants live in mall clearly show that PIM II is segmented for mid to high level of shoppers. Look at their tenants such as Premier Cinema, popular cafes commonly for hang out such as Starbuck, restaurant served with various menus originated from abroad open until 12 in the morning every weekend, Sogo Department Store, Sogo Food Hall, ATM and Banking Centre, fashion boutique for imported-products labelled with leading brand such as Aigner, Versace, and Hugo Boss with various product choice for various purposes such as F1 Studio, Pola Craft, Kyohara, and Games Workshop (MIX Magazine edition of 15th February 2006 page 33)
Decorating the store is really one of marketing tactic applied by the management of department store. Ratih D. Gianda, Head of Investor Relation Division PT Midta Adi Perkasa Tbk, the management, stated that this department store has its own schedule to refresh lay-out and “cosmetics” of each store. “We really put the attention on its design standard which should be determined by the size,” said Ratih. “Also, flyer, banner and flags named with Sogo to enliven the mall. “We usually make our own style. And, the construction is referred to their stores.” (MIX Magazine edition of 15th February 2006 page 26)
Facts of mall is reality of complicated need which is getting more numerous, formed through learning process facilitated by consumerism culture using high-tech touch. Outlets dressed with millions of interesting touch have unfinished appeals. The facts below may clearly indicate the magnetism of mall for children:
Dhyahan was only five years of age. She used to feel unhappy when taking for a walk every weekend was considered as meaningless “without malls”. In each of her travels, such as out-of town travels, she used to ask to stop over the mall. She seemed to enjoy mall. While taking for a walk she used to look for interesting items found in mall such as play ground, children stuffs, and food court. While being in play ground she had no time for other things, and she was looking for Barbie-like stuffs as seen on TV. When she finished and felt satisfied, then she went home. (MIX Magazine edition of 15th February 2006 page 26)
Local character as cultural orientation
Cultural orientation means value orientation which will then be applicable, and become social identity as well as instrument for social interaction.
Local character is the very specific self identity or selfness. Within the perspective of psychology character means a quality or continuous nature which could make certain uniqueness to identify personality, object or event (Chaplin, 1981). Local character in the frame of city is when city has historical identity, valuable and recognizable. City which is free from alienation being “himself as human being”. The following reflect local identity which is systematically built by a city:
Yet as Anselm Strauss (1976) has pointed out, “The entire complex of urban life can be thought of as a person rather than a distinctive place, and the city can be endowed with a personality – or, to use common parlance – a character of its own” (p.14). He adds that cities, like people, have biographies and reputation and can be thought of as having the capacity to act in certain ways and possess particular resources.
City thought as a person has personality which is built from the collection of biographies, reputation, and capacity. Biographies refer to historical story owned by the city. This is why documentation of historical values could be very important as city has its own identity. Museums can be a better place as where the documentation should be well kept. All historical buildings are tangible assets which tell much biographies and reputation. The physical assets related to biographies and reputation are soul that the city has. This is to say that building a city systematically to have local identity need commitment to maintain assets.
Personality refers to personal identity which forms character. Character of each person living in a city could potentially colour the identity which means that urban development is a matter of developing the mindset.
How do we capture the personality of a great city? How do we reduce its essence to something manageable, yet meaningful? In the past, social scientists did not even attempt this task: they are only now daring to take the plunge. This has always been the writer’s turf. In his book Images of the American City, Strauss (1976) has connected a number of striking urban characterizations. There is Milwaukee, “which sits in a complacent shabbiness of the west shore of Lake Michigan like a wealthy old lady in black alpaca taking her ease on the beach” (p.14). Houston is like “an incipient heavyweight champion in its pimply faced adolescence” (p.20): and Rochester is “like a successful, well-adjusted individual of middle age” (p.20). Abler and Adams (1976) refer to Carl Sandburg’s Chicago as a “tall bold slugger set vivid against the soft , little”; Atlanta, they note, “has the nerve of a great mule. If it could suck as hard as it can blow, it would bring the ocean to it and become a seaport’ (p.24) (Krupat, 1988:24)
A compromise approach
Human life is always on the track of changes. Each of many ideas and strengths has risen from the two different powerful points. The intenseness made of conflict between two different powerful points will cause change (Pressman, 2000:69). Change can be unavoidable fact in human life. Conflict between ideas or “strength” that can cause change will be common in human life. A view of city as human means that city never be far away from the reality of change. Conflict between economic and cultural rationales within the context of urban development could be a compromise approach for urban development alternative as all potentials are well placed as ready-to-allocate resources.
The language of ads reflected in the growing number of malls contain learning material to improve economic and cultural reasoning. Capitalism should not be considered as threat for social destruction as “wrong perception” of capitalism that will flow through its own way to “death”. Therefore, the growing number of malls symbolized consumerism should turn to other direction and be placed as learning material. An economic viewpoint is still relevant to catch the concept of use-value and circulation commodities (Medema et al, 2003). Historical assets should be directed to the concept of use-value and commodity but not in the “wrong perception of capitalism”. This means that it is necessary to “underline” the role of State to guarantee commitment to maintain the assets. A cultural perpective covers cultural reasoning which means that local identity should be put on the first things. City should have identity, and this identity is very specific, clear and directed to human dimension. Basically city resembles human-like that should be treated as a human.
When the economic rationales meet with cultural rationales that could be a conflict between the two ideas or reasoning which can make city become dynamic. The dynamic could be in the tolerant level to prevent the uexpected “systemic destruction” as the two rationales could be successfully compromised.
CONCLUSION
Facts of malls or shopping centres in today’s city within the frame of urban development has pictured a symbol of consumerism. Components of shopping environment and their assessories are advertised communication or language of ads, the language which is used by capitalist as medium or instrument of concerns on capital accumulation. The language of ads contains persuasive messages which their intensity tend to get stronger and make no sense (irrational). Within the frame of urban development those facts can be shown by the sparks of physical facilities which are totally capitalist-oriented.
The persuasive messages which are getting stronger and irrational have emphasized much on rational economic mindset and cultural-orientation. Facts of consumerism symbol that will subsequently be communicated through the language of ads is a medium of learning to attain rational economic mindset namely beliefs on value-added mindset. In other side, the reality of consumerism symbol communicated through the language of ads produces learning on how to motivate the urgent need to set back local cultural orientation. It means that, the culture of shopping is directed to the culture of “consuming” local value product, highly perceived local products. It is a compromise approach between economic values and local character as an alternative for urban development.(ign_heri_sw)
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